Jury president Jose Manuel Sokoloff of Lowe SSP, Bogota said GAYTMs had won because it was ‘important, brave, and pure outdoor.’ He adding that like many Grand Prix it revealed itself by coming up again and again in deliberations for the top prize. Such was the strength of feeling for the piece that Sokoloff even commended a fellow juror whose work had been in contention for the Grand Prix, but who had ultimately awarded the top prize to ANZ over his own.

Drinkable Book, Water Is Life

GAYTMs signified how the Outdoor category has evolved from copy-led 2D executions to a 3D canvas where everything is possible, said jury member Eugene Cheong, regional ECD at Ogilvy, Singapore. Fellow jury member Jeff Kling, CCO of Fallon, Minneapolis, echoed that, saying that traditional executions had failed to cut through discussions against striking work such as Gold Lion winner the Drinkable Book for charity Water Is Life, who’s pages could be used to filter dirty drinking water.

That sense of a shift to 3D work and the possibility of marrying technology to the outdoor medium was reflected in Grand Prix contender and Gold Lion winner HondaSound Of Senna. Agency Dentsu, Tokyo recreated Brazilian racing driver Ayrton Senna’s record breaking Japanese GP lap in 1989 using archival telemetry data, and then mapping that to lights and speakers to make that data come to life at the track.

Rice Code, Inakate Village

Fellow Japanese agency Hakuhodo’s delightful Rice Code for the Inakadate village also won a well-earned Gold Lion for its rice fields which grew into sharable photos. As well as sharing photos, people could actually buy the village’s rice direct from photos, posters and Facebook posts merely be scanning them using a visual-recognition mobile app. The campaign boosted visits to the village, and sales of rice.

Similarly inventive was Contagious favourite British Airways’ The Magic Of Flying, two contextually adapting digital billboards which flashed up images of a child pointing at real BA flights passing over them, which triumphed in the Direct category yesterday, picking up the Grand Prix and has now scooped a Gold in Outdoor.

‘The category has been reinvented,’ said Australian juror Darren Spiller, regional ECD at Publicis Mojo, Australia as the press conference came to a close. ‘There’s nowhere it can’t go.’